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Cultural tourism market: a perspective paper

Bob McKercher (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong)

Tourism Review

ISSN: 1660-5373

Article publication date: 7 January 2020

Issue publication date: 20 February 2020




This paper aims to discuss the evolution of the cultural tourism market and what its future may be.


Instead of seeing the cultural tourism market as homogeneous, a segmentation model was developed based on the centrality of culture in the overall decision to travel and the depth of experience sought.


The model verified five segments, including: the purposeful cultural tourist, the sightseeing cultural tourist, the serendipitous cultural tourist, the casual cultural tourist and the incidental cultural tourist.


This framework has transformed how we think about cultural tourists, as it provides a better understanding of the differences in behavior and preferences for certain types of experiences. It is also a tool to develop more effective marketing communication strategies and serves as the basis to evaluate the market significance of this activity.



McKercher, B. (2020), "Cultural tourism market: a perspective paper", Tourism Review, Vol. 75 No. 1, pp. 126-129.



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